Hug Rug X Sally Swannell

I have officially partnered up with the brilliant team at Hug Rug for a new collaboration. 

As an artist and designer, I’m always fascinated by the stories that good design and manufacture can tell. There’s something magical about the way a pattern comes to life on a specific material, transforming from artwork on paper into something tangible and tactile.

Hug Rug stood out to me immediately as a fantastic brand to collaborate with. Phoenox Textiles an innovative family business, a home-grown British brand that still manufactures on their original site in Huddersfield, which is increasingly unusual in these times. I feel that shared values are paramount in any collaboration: environmental policy, thoughtful product design, longevity, family values, and a truly collaborative approach from design and sampling through to marketing, PR, and ultimately sales. These are the elements that made this partnership a brilliant fit. It is really important to me that my work sits well on a product and remains true as much as is possible, allowing for resizing, materials, and manufacturing processes, ensuring the pieces look coherent across a range. I am truly happy that we have achieved this together in the creation of this new collection.

A deep love for home and nature has always been my guiding north star, and the inspiration for this new collection is no exception. The designs in my mind are all about bringing the outdoors indoors (literally!). It is a mix of home, garden, and the wildlife that lives alongside us. The appeal lies in gentle, rural-based images and colours, for people who love the beauty of nature and also care deeply about their impact on it. Hug Rug floor mats and runners are exceptionally well-designed, featuring integrated non-slip backings, and they are fully washable - practical, sustainable product that has longevity and also looks lovely is a no-brainer for me.

Huge thanks to the team at Hug Rug for welcoming me in. I’m very much looking forward to seeing what the future holds! 

Shop the collection here.